From our training webinar series on January 26, 2012. What do we meant by inbound marketing? Content driven marketing strategies and methods that leverage “the World Wide Web” by attracting the right people to your business. These strategies and methods include blogging, social media, search engine optimization (SEO), permission email marketing, content offers, and more. This webinar dissects the differences between the traditional, outbound marketing model and the inbound marketing model.

1. INBOUND VS. OUTBOUND
MARKETING
The Content Squad Training Webinar Series
January 26, 2012
thecontentsquad.com
Thursday, January 26, 12

2. How are you
growing your
business?
Thursday, January 26, 12

3. How are you
growing your
business?
Thursday, January 26, 12

4. OUTBOUND MARKETING
The strategy of pushing a message out far and wide
hoping it resonates. Advertising to the many in hopes of
persuading the few.
Thursday, January 26, 12

5. • More than ¾ of all US adults are online.
• One third of US consumers spend >3 hours online
every day.
• 52% of adults in our country are on Facebook
• 93% of marketers use social media for business
• 10.3 billion searches are made on Google every
month
• 78% of internet users search for products and
services online
Thursday, January 26, 12

6. “ “The internet has turned what used to
be a controlled, one-way message into a
real-time dialogue with millions.”
~Danielle Sacks, in Fast Company magazine
Thursday, January 26, 12

7. OUTBOUND MARKETING
• Print Advertising
• Television Advertising
• Radio Advertising
• Cold Calling
• Trade Shows
• Email Blasts
Thursday, January 26, 12

8. CHANGING (CHANGED?)
WORLD
• 300,000,000 US Citizens
• 200,000,000 are on the FTC do not call list
• 86% of people say they have skipped or fast-forwarded
through TV ad
• 44% of direct mail is never opened
• In 2010, there was a 46% decline in trade show spending
• 84% of adults age 25-34 have left a website because of
intrusive or irrelevant advertising
Thursday, January 26, 12

9. “ Audiences everywhere are tough. They don’t
have time to be bored or brow beaten by
orthodox, old-fashioned advertising. We need
to stop interrupting what people are interested
in and be what people are interested
in.”
~ Craig Davis (Chief Creative Officer, world’s 4th largest ad agency)
Thursday, January 26, 12

10. INBOUND MARKETING
Any marketing tactic that relies "on earning
people’s interest instead of buying it."
(Source: Wikipedia)
Thursday, January 26, 12

11. Inbound marketing is about
creating and delivering relevant,
remarkable, anticipated messages
to people who actually want to
get them.
Thursday, January 26, 12

12. CREATING CONTENT
• 1/3 of US companies use blogs for marketing purposes
• Companies that blog get 55% more website visitors
Thursday, January 26, 12

13. B2B marketers are shifting their budgets !
toward inbound marketing.
“I WILL INCREASE MY INVESTMENT
IN THIS MARKETING TACTIC THIS YEAR.”
69%
60%
60%
INBOUND
49%
OUTBOUND
40%
32%
24%
22%
15%
14
SOURCE: MARKETINGSHERPA, OCTOBER 2010
Thursday, January 26, 12

14. More than half of marketers increased !
their inbound marketing budget in 2011.
54%
35%
11%
INCREASED BUDGET
NO CHANGE
DECREASED BUDGET
15
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
Thursday, January 26, 12

15. The average budget spent !
on company blogs ! “THE PORTION OF MY MARKETING
& social media has nearly ! BUDGET ALLOCATED TO SOCIAL MEDIA
& OUR COMPANY BLOG IS...”
doubled in two years.
17%
9%
2009
2011
16
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
Thursday, January 26, 12

16. Thursday, January 26, 12

17. Inbound marketing costs 62% less "
per lead than traditional, outbound marketing.
OUTBOUND:
AVG COST/LEAD: $373
INBOUND:
AVG COST/LEAD: $143
18
SOURCE: HUBSPOT, 2011
Thursday, January 26, 12

18. Inbound marketing tactics !
don’t just generate leads. !
They generate revenue.
“OUR COMPANY HAS ACQUIRED
A CUSTOMER THROUGH THIS CHANNEL.”
57%
57%
48%
42%
COMPANY BLOG
LINKEDIN
FACEBOOK
TWITTER
19
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
Thursday, January 26, 12

19.
3 out of 4 inbound marketing
channels cost less than !
any outbound channel.
“THIS LEAD-GEN TACTIC
IS BELOW AVERAGE COST.”
55%
47%
39%
36%
INBOUND
33%
OUTBOUND
27%
19%
BLOGS
SOCIAL MEDIA
SEO
TELEMARKETING
DIRECT MAIL
PPC
TRADE SHOWS
20
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
Thursday, January 26, 12

20.
Outbound marketing costs more.
“THIS LEAD-GEN TACTIC
47%
IS ABOVE AVERAGE COST.”
29%
27%
INBOUND
OUTBOUND
21%
13%
13%
9%
TRADE SHOWS
PPC
DIRECT MAIL
TELEMARKETING
SEO
SOCIAL MEDIA
BLOGS
21
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
Thursday, January 26, 12

21. • 67% of B2C companies and 41% of B2B companies
have acquired a customer through Facebook
• 57% of businesses have acquired a customer
through their company blog
• 42% have acquired a customer through Twitter
Thursday, January 26, 12

22. Thursday, January 26, 12